Overview:

Vaan Group- a Shopify Plus Platinum Agency consistently sets the standard for how digital strategy and design can bring brands to life. Their newly released Beauty Report 2025, produced with Barefaced Media, dives into the forces reshaping the beauty and wellness landscape.

Julie was featured alongside other leaders in the industry to share perspectives from Counts Consulting’s work across retail, luxury, and consumer brands, including:

• The need for brands to segment luxury consumers more precisely

• Why emotional storytelling and design-driven experiences are the real differentiators in an AI-shaped marketplace

• What forward-thinking beauty and wellness brands are doing to build credibility and sustained loyalty

Actionable highlights:

• Generational nuance matters - Each cohort defines credibility differently and makes purchase decisions in distinct ways. Successful brands meet those expectations through purpose-driven connection rather than trend-chasing

• AI is redefining discovery - With search shifting toward Generative Engine Optimization (GEO) and conversational commerce, beauty brands must think beyond traditional SEO and paid media

• Wellness and beauty are merging fast - Consumers increasingly view skincare, supplements, and self-care through the same holistic lends, and expect brands to do the same

As Julie shared in the report, the future of beauty belongs to brands that blend precise audience understanding, creativity, and emotional resonance, and deliver it consistently across every channel.

Report: Vaan Group’s 2025 Beauty Report